Humanitarian marketing encompasses all the communication and promotional strategies implemented by humanitarian organizations to raise funds. It can also refer to a company’s marketing use of its humanitarian message or involvement. This approach includes media coverage of humanitarian causes as well as fundraising activities. Humanitarian marketing is a specific branch of marketing, characterized by several distinctive aspects, such as communication in emergency situations and the choice of more or less impactful messages. It is important to note that campaigns based on shocking or guilt-inducing messages can lead to compassion fatigue. A relevant analysis of the various creative approaches adopted in the field of humanitarian marketing could be enriching.